Tag Archives: co-creation

Unilever research start-up showcase #IIeX #MRX 

Live note taking at #IIeX in Amsterdam. Any errors or bad jokes are my own.

The showcase is a collection of small companies used by Unilever.

Get smart: Community your research with Twice the Impact at half the cost by Paul Field, TouchCast

  • What is touchcasting
  • [Speaker is now projecting himsel onto his slides using a green screen]
  • Its the next best thing to being in a room with someone, use this to communicate with employees around the world
  • [he’s choosing video from his screen and has removed himself from the big screen]
  • Use for training, meetings, presentations
  • Can use different backgrounds, put yourself in google maps, use a TelePrompTer on the screen, and this draws teh speakers eyes to the right place on the ipad
  • Can use multiple camera angles by using an ipad and some iphones
  • Can adjust the lighting yourself on the screen, can use filters like Instagram, can put titles on the screen
  • Automatically creates multiple clips and then you can edit out your stumbles or miscues
  • Unilever uses this because it lets you place content inside a presentation, video apps, documents, spreadsheets, polls, surveys, live social content, webpages, multiple videos can be shown at once
  • Can be viewed on any device, tablet, phone, computer, you just need a modern browser
  • It’s a container for long form content

Qualitative research at quantitative scale by Tugce Bulut, Streetbees

  • What do people say, see, and do when you aren’t there
  • Do you go deep and small in scale and lack statistical accuracy? Many start small and qual and then go large and quant
  • Don use surveys or panels, they use an app that anyone can download [isn’t that just a new kind of panel?]
  • Request people to video a task the next time they do it – the laundry, the cooking
  • You can google pictures on google but it wont be quite what you want, won’t be specific to your question
  • They don’t put people in a room, a focus group, and interview. They have them engage during the usual task whether in a cafe or at home
  • Ask people to log everything time they do something, a quick photo of the food or the situation, what emotion, what drivers, chat choices, snacks and meals are blurring
  • Verify people with technology from native language speakers in the country, photos and videos are verified as real [by a researcher type of person not by traditional validation]
  • Transcribe, translate, observations via machine learning
  • You can recontact people based on their contributions
  • They graduate people after two years and then people can’t provide consumer opinion anymore, they become retail experts [this is an excellent idea. Traditional panels should take note.]

Cracking the code: researching, understanding, and engaging consumers at the base of the pyramid by Melanie Edwards, Mobile Metrix

  • Majority of the planet is low income, they lack the basics in quality of water, food, housing, education, many deal with safety issues that researchers cannot overcome
  • You can train young people within the communities to use handheld devices to do interviews, high quality data and they get information, products and services in return
  • Unilever got huge surge in brand awareness, revamped their marketing messages, restructured distribution; communities increased their use in hand washing and increase in water treatment frequency
  • In another project, they were able to correct the govts illness incidence rate which was four times higher than thought; realized they needed to use different words to describe the product because people didn’t understand the word
  • This model creates work in unemployed areas, facilitates one on one conversation to create change
  • Have done research in the USA as well, poor area where one third are obese, 14% have diabetes, and one third live under poverty line, highest morbidly rate in the area = we have emerging markets in our own backyard
  • Could we increase their use of vegetables, where do they buy groceries
  • Keeping research within the community increases response rates and engagement – locals talk to locals, builds trust and credibility, fosters opennes and deeper insights
  • Creates a customer feedback loop, gives access to essential quality products and doorstep education [we need to build this into all the work we do, research for the greater good not just the greater buck]

Driving insights into ideas: creative leadership and the way of Elvis by Chris Barez-Brown, Upping your Elvis

  • Find a partner and tell them something you are deeply passionate about [live demo after a brief sing. Now give that person a big hug.Yeah, don’t do this if you have a short shirt on. :)]
  • “Who is Elvis” around here – who here is a brand, a maverick, breaks the rules [ha! Interesting concept!]
  • We all have a bit of Elvis in us and business need this Elvis 
  • Help to drive a culture change, to deliver more ideas and partner better to make change happen
  • You can’t think yourself to get ten out of ten, you need to take a creative leap
  • You need to be more confident, bring passion, bring more of yourself
  • Find the people who can impact colleagues on a day to day level
  • People will always try to make you be more professional, be more of what other people want you to be, socialize to norms, emulate the leaders, lose touch with your unique and specialness
  • Where do you have your best ideas [when i go for afternoon walks to take a break from work]
  • Best ideas come when we realize or when we have fun
  • People are good with the thinking part but less so the feeling part, people often do 80 percent thinking and twenty percent feeling for personal decisions but it’s more fifty fifty for business decisions
  • Do you do the same thing every single day? That’s not insightful, need to adjust as appropriate
  • [now instructed to make the best paper airplane you’ve ever made, people ripping out paper now}
  • Would you change your design the next time? [everyone says yes] We just make it real and do it everyday and thenwe apply   what we learned to the next time.

  • We spend much of our lives on auto-pilot, same route to work every day, same dish at the restaurant every time, same side of the bed every time, we are creatures of habit and auto-pilot kicks in, not attuned to the uniqueness of the situation
  • Need to learn how to wake up, need to have a clear intention for it

Co-creation : active participation predicts future needs by Alex Arrigo, MindSumo

  • Participation within TV shows is very different – family feud slogan is survey says and people try to predict answers of a random crowd, participates one way, it’s transactional, nothing matches among episodes, people give out nouns
  • Whose line it is anyways – contestants interact with each other, create experience real time, topics may return in later parts of the show, its songs and action as and dance
  • Hard to co-create with a mob, communities are good for a insights, but active creatives are even better
  • Active creators are hard to identify
  • Participation depends on the channel, the time, and need to be aware of this when you use it for predictive purposes
  • Worlds first fully automated restaurant “Eatsa” everything is done by robots and self service, people took a survey and got a free lunch there, focus group of food and preferences, vegan or gluten intolerant, got invited back numerous times and were talking about dining expectations and technology not just type of food you like
  • Needs are verbs
  • Participation is a spectrum, mobs or community or active creations
  • Co-creation looks tot he future – needs are verbs, projects needs through participation
  • You’re already two thirds complete – existing community and research is foundation, engage creators next, fin a project, understand what works
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Innovation and Co-creation by Doug Williams #ACEI_CO #InvestigAction2013 #MRX

… Live blogging from Bogoto, Colombia, any errors are my own, any comments in [] are my own…

ACEI Bogoto Colombia

Para leer esto en español, por favor, copie pegarlo en Google. Una mala traducción es mejor que ninguna traducción.  http://translate.google.com

  • the pepsi challenge proved that people liked the taste of pepsi more than coke, so in the 80s, coke came up with “new coke” But, in 79 days of the launch, the old coke was back. People didn’t dislike old coke, but coke didn’t understand what people wanted from their soft drink.
  • people have a deep and abiding emotional attached to original coke and it caught coke by surprise, you can’t measure it anymore than you can measure love or pride — this is not true. coke simply asked the wrong questions in their research
  • stop gambling and think about co-creation as an important tool
  • innovation is a change that creates value
  • open innovation is an innovation that involves employees and consumers in the innovation process
  • co-creation is bringing consumers into the experience development process whereby both parties get something out of it
  • today, consumers live online and google glass is on its way
  • 8 of 10 internet users in Colombia are on facebook, this means people understand how sharing information online works
  • millions of colombians are fans of brands on faceboook, they want to share their opinions and that is what co-creation is all about
  • case study of airport business hub design in Bogota – used high financial value incentives for participants who could vote for the best ideas
  • some ideas included having a bike lane inside the building, signs on the ceiling, suggestions for new lighting and unusual colours, scooters in the office
  • why is co-creation necessary – risk averse companies may not want to waste resources here and rely on what worked in the past, but that doesn’t work in todays world
  • risk accepting companies harvest creative new ideas to identify unmet needs and create value
  • companies like communispace offer tools that let consumers and brands come together and chat, answer questions, provide opinions, in an online community
  • co-creation allows things to happen – you may not have expected it but there was a space to catch things you didn’t plan to catch
  • markets are being disrupted more quickly today than ever, think of companies like weight watchers that must now compete with apps, taxi services also need to compete with apps [check out lyft which is regular people offering rides to strangers]
  • “no one gets fired for buying IBM” i.e., a well-known company should be good. but this isn’t good for staying ahead of the crowd
  • you must first ask if co-creation is the right tool for your objective
  • might also be seen in things like crowdsourcing (ask everyone what colour M&M they want), ideation (the suggestion box model), private communities, contests, in-person
  • fight uncertainty with success practices – best practices are still being learned but you can be guided by past success stories
  • 1) align your community with your objectives – all consumers or young men or Italian people, talk to the RIGHT people, not necessarily a census rep sample or what the standard deviation is
  • 2) align your engagement with your community – don’t go right to facebook without first checking if your community is on facebook
  • 3) create meaningful incentives to encourage participation – match the incentive to the people, and it doesn’t need to be really high value
  • 4) iterate through co-creation – you can recontact people over time and through iterations
  • 5) cede control to your co-creators – you don’t know all the answers
  • 6) share the outcome – people need to know what happened, were my ideas valuable? tell them even if was a year down the road
  • [lots of great short case studies were presented]
  • example of co-creation: make walkers for seniors look nicer, ask for ideas from seniors and their caregivers, result was models that looked great and served new needs such as allowing them to get really closer to a counter: http://stilsicher-unterwegs.de/poolSelect.php
  • the point is not to sell, the point is to get ideas, obviously dollars count later on but not during the co-creation phase

Reality meets co-creation #MRMW #MRX

Welcome to this series of live blogs from the Market Research in the Mobile World Conference in Cincinnati. With so many sessions, I’m only blogging about a few sessions each day. All posts appear within minutes after the speaker has finished. Any errors, omissions, or silly side comments are my own.  I’ll also be providing end of day summary blog posts for Esomar so keep your eyes peeled for those as well.

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Michael Winnick Dscout: Keeping it Real

  • Tag lines they have considered – For real, get real, reality bytes, keeping it real since 2011
  • Mobile lets you go contextual
  • Nomenclature of respondents, participants, subjects is disengaging. In dscout, people are called scouts. “Scouts” share “snippets.” Projects are called “missions.”
  • Simplicity and constraint is one of the best design tools.
  • Snippets are small and analyzable.
  • If you ask people to do boring research, you will get boring data back.
  • Earlier missions should use a wide lens

Philip McNaughton Face: Cocreation – Inverting the research and innovation process

  • Regardless of your industry, now you’re competing with technology companies (e.g., google, facebook)
  • It’s the end of monolithic brands, no more ivory tower
  • Do things WITH people, not AT people
  • Link passive and active data sources to link the story
  • Stop thinking only about product/concept development. Try equity, communciation, service, content, activation
  • Why it matters: Life is full of surprises and cocreation can help you find them
  • Why it matters: The old style is like fossil fuels and the new style is like renewable data sources

Co-Creation: The Researcher’s Solution for Cognitive Dissonance #MRX

Broadwater Focus Group

Image by Nebraska Library Commission via Flickr

Co-creation is a beautiful idea. Companies working together, in cooperation, with the common woman and man on an equal footing to create new and better products and services.

But are they really on an equal footing, each one contributing and benefiting the same amount from the team effort? Let’s be honest with ourselves. There is no equality in the relationship. There is a researcher and there is a opinion provider. There is a client giving serious cash to a research company and an opinion provider who is hopefully getting a sense of contribution and perhaps a couple bucks.

Is it co-creation? No. Co-creation is an idealistic term, a Pollyanna word, a term we use to describe a utopia, a term we use to make ourselves feel better about an unequal relationship, a term to deal with the cognitive dissonance we feel around our inability to pay opinion providers more than a couple of bucks. It makes us feel better about the imbalance of power that permeates our work.

Don’t get me wrong here. The lead researcher may very well feel very strongly that they are engaging in a well-rounded team-based relationship. And, maybe the senior management of the company feels that way too. But wanting doesn’t make it so. Until that ideation has percolated down to everyone on the team, the junior analysts who’ve only been told to monitor the system for swear words, the portal programmers who haven’t internalized the importance of privacy, until everyone internalizes the concept of team effort, until the opinion providers have just as much say and benefits in return as the clients and researchers, it’s just not co-creation.

Research groups, or DROCs, or MROCs, or whatever you like to use when you’re busy with co-creation, are a great idea for everyone involved. All parties get something desirable for their efforts.

But in the market research space, where transparency has turned into one of the biggest buzz words out there, let’s be transparent about this and just call a spade a spade. Or in this case, a research group a research group.

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